Market Leaders in the Making
FindtheDOT does not store any end users names or e-mail and physical addresses. After a request is made and the resulting e-mail is sent to the end user, that transactional information is purged and deleted from findtheDOT's server. What this means to end users is no SPAM. FindtheDOT also promises not to sell or trade end users' e-mail addresses.
What findtheDOT won't do is provide demographic information about the end users. It obviously can't, since it doesn't gather such information. "There's a myth that demographic information is valuable. It's not," Rubin emphasizes. "We talked to a lot of advertising agencies, and. . . they told us that they don't want demographic information. They only need to know how to market to their customers."
Rubin calls findtheDOT's model "permission marketing." He says, "You start with a simple marketing e-mail, an offer to review an item, and if they take advantage of that opportunity, you give them a little more. Soon, you've formed a relationship with that customer."
Ruling the world
The power of the dot manifests in a variety of ways. Advertisers can take advantage of integrated marketing strategies, enhanced branding, deeper product presentation and a more captive and self-qualified audience.
Advertisers would also have real-time ad effectiveness feedback, which some publishers may shy away from, but Rubin says that in a survival-of-the-fittest magazine economy, only the strongest publishers will thrive. There is also value to publishers in the form of readership behavioral data. Publishers will know how many people responded to ads, what time of day they typically read the magazine, the duration for which they read and in what page order.